What is Brand Personality?You can define brand personality as a set of specific terms related to human characteristics which you can easily associate with your brand..Brand personality gives your consumer a relevant term to relate to. Defining your brand more keenly encourages brand loyalty and popularity among your targeted audience. This helps the right consumer to find you easily and stick by your side for a longer period of time. By establishing a great brand personality, it helps the businesses to form a stronger emotional connection with their consumers.
Dimensions of Brand PersonalityPsychologist and Stanford Professor Jennifer Aaker once conducted a research on the different dimensions of Brand Personality and its characteristics.
Case Study: Starbucks CoffeeLet’s talk about brand personality in focus with one of the prominent coffee brand “Starbucks”. Starbucks in an American Brand of coffee. It’s a mass coffee manufacturer and a huge chain of coffeehouses are situated around the globe belonging to the brand. It was first founded in Seattle, Washington 1971. While till the end of 2017, company reported of operating 27,339 locations worldwide. Starbucks is the most crucial player in the representatives of, “second wave coffee” brands. While according to reports, Starbucks distinguishes itself from its competitors due to some major factors such as the taste of coffee, it’s quality and great customer acquisition with the help of it’s popularized darkly roasted coffee.
Starbucks Brand PersonalityExcitement: Daring, spirited, imaginative, up-to-date. Sincerity: Down to earth, honest, wholesome, cheerful.
Conveying the Idea of Brand Personality to the audience.Building a brand’s personality is a slow and steady process where you’ve to be quite consistent towards the messages you’re pushing out in a very effective way. These messages are conveyed to the audience with the help of many factors such as:-
- Celebrity Endorsements
Starbucks’ Brand Personality Magnified.The prime Brand mantra of Starbucks Coffee predominantly lies in the feel of having, “Rich, rewarding coffee experience”. According to Starbucks it’s primary persona is much more than a potential customer or just a coffee lover. The main idea is the create an apprehension of ‘high class’ in the head of consumer with not only help of the taste of coffee, but also it’s packaging, service interaction, in-store interiors to the music playing the jukebox of the cafe.
According to Starbucks,” A coffeehouse should be a welcoming, inviting and familiar place for people to connect.”Hence Starbucks has designed their stores to reflect these unique characteristics to reflect their belief of an ideal coffeehouse.